guys! show a single idea from the last 50 archive pages of AoTW
that is a "non-repetition".
besides, there is client pressure for "GOOD ads". and sometimes we know that it means
take an existing idea and "do" it in a diff. way.
But in the end Yes... in the days when people do "research", does it mean there is nothing left to "search" ???

You know what's been done before? The "done" comment. People post it with the fervor of a third grader who has seen someones underpants, posters (some) here are as fake as half of these ads that never run.

By the way, the examples of "done" are bogus. The concept is of a kid playing with his trucks in the mud. The VW concept is similar only in the use of the hand, not the intent and the matchbox ad (aside from being off target spec) was the inverse application with a different meaning.

Even if was already "done" before, if they spent more time on art direction and retouching, it would have come out a lot more brilliantly than those "done" ads from the past since this one has a better insight

Guys, although the visuals of the ads you wrote about in the comments above seem similar to this ad, actually the idea itself strikes me as a bit different, so technically, it is not the idea that is being re-used, but the "visual means", so to say... And to be honest, the Indian Oil Xtramile: Play seems to be the best regarding both the use, and the implementation of the idea. So, I think it is really good. And, yes, which idea implemenet over the last 50 years cannot be found anywhere else?